Driving Year-Round Impact
The Kimbell Art Museum partners with Schaefer each year to execute a year-around media strategy designed to support membership growth and ticket sales for two major exhibitions – this year, Modern Art and Politics in Germany 1910–1945 and Myth and Marble: Ancient Roman Sculpture from the Torlonia Collection.
The core challenge was balancing long-term membership acquisition with short-term ticket sales, ensuring each campaign worked in tandem. Schaefer developed an integrated digital media approach that expanded reach, targeted high-intent audiences, and reinforced the value of membership—particularly during exhibition windows when free access served as a key incentive to convert.
Strategic Media That Works Together, Not in Silos
To achieve this, Schaefer developed strategy across paid search, paid social, and programmatic display. The strategy centered on an approach that balanced awareness and conversion tactics, anchored by an always-on membership campaign running continuously alongside exhibition-specific efforts. By leveraging five years of historical performance data, we were able to refine audience targeting and optimize channel mix to reach our goals.
Turning Engagement into Impact
This strategy delivered strong, measurable results across all key metrics.
- Total membership revenue increased by 13% year over year, with media-driven membership revenue rising 9%
- The Modern Art and Politics campaign generated more than 4 million impressions and achieved a 16.65% click-through rate in paid search
- Myth and Marble drove 51,000 new landing page users, reflecting a 19% increase from the previous period
Strategy that Scales Results
By aligning always-on and campaign-specific media efforts, Schaefer not only maximized efficiency but also drove meaningful growth for the Kimbell’s initiatives in 2025. The differentiator lies in a deep understanding of audience behavior and the ability to strategically plan media—ensuring every dollar is optimized to deliver measurable, lasting impact.
